The many moving parts of marketing

I suppose the world was confounded when Sears mailed its first mail order catalog in 1888.

Sears catalogWant to buy a watch or some jewelry? No problem. Thumb through the catalog. Find what you like. Fill out an order form. Put a check or money order in the envelope. (Don’t send cash.) Mail it to Sears and wait… and wait… and wait. Heaven forbid you wanted or needed to exchange an item!

It was a slow process with very few moving parts.

The world of marketing, advertising, and promotion has changed to TOO MANY moving parts. Not only must we advertise and promote our products and services, but we must also advertise and promote in order to drive people to where those sales messages reside –– mostly online.

We drive people (hopefully viable prospects with cash in their pockets) with search engine optimization, search engine marketing, or pay-per-click. We drive people to our messages with Facebook, Twitter, Pinterest, LinkedIn, Google Plus+, and a dozen other social media channels.

Feel worn out just thinking about it? I do.

It would be simple if getting them there were the only challenge. But now we also have to inspire them to buy. That conundrum is what inspired me to look for ways to apply the principles I outline in How to Close More Business in Less Time to websites. (See

The way I see it too many web developers jump in feet first to begin developing website designs and graphics. They’re artists thinking in artistic terms. Many create beautiful websites.

But I don’t think that’s enough. If you want to be successful online, you must first create a specific online sales process to bring about an intended response — whether that intended response is to make the sale, get the order, receive phone calls or requests, requests a conversations, signups for a subscriptions, or to complete a form.

It doesn’t matter how much traffic you drive to your website. If you’re not converting – if you’re not closing sales or moving prospects closer to a sale – you’re wasting a lot of time and a lot of money.

The key is to think through your sales process just as if you were sitting one on one, face to face across the table from a prospect.

When your website can do that – when it can speak in a personal, friendly, informative jargon-less language of features, benefits, value propositions and anticipate and answer objections before they’re asked, you will close more online business in less time and, I suspect, with fewer moving parts.

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